July 20, 2021

Today INN and the Google News Initiative release three case studies that uncover the successes of outlets that participated in the GNI-INN Sponsorships Lab, a program that focuses on accelerating revenue from advertising, sponsorship and underwriting dollars. From October 2020 through June 2021, the seven nonprofit news publishers participating in the inaugural 2020 Sponsorships Lab reported more than 81% year-over-year (YOY) growth in earned revenue.

The new case studies from the Sponsorships Lab describe how:

• Block Club Chicago, a local news outlet that covers Chicago’s diverse neighborhoods, utilized email newsletter advertising to accelerate its earned revenue operations. Through the Lab, Block Club grew its earned advertising revenue 10% YOY and drove a 15% increase in average revenue per client. 

• Grist, a media organization dedicated to covering climate change, environmental justice, and climate solutions, strategically packaged display advertising and sponsored content opportunities to make bigger sales. From October through June, Grist grew YOY sponsored content revenue by 72%. In fact, during the Lab and in just the first two quarters of 2021, Grist surpassed earned income totals and number of clients for all of last year.

• VTDigger, a statewide news site in Vermont, built a robust series of sponsored, virtual events throughout the COVID-19 crisis. VTDigger grew revenue from sponsorship and underwriting by more than 10% in 2020. During the Lab, they saw a 71% YOY increase in sponsorship revenue and a 61% increase in average client revenue.

Programming for the GNI-INN Sponsorships Lab is led by Blue Engine Collaborative, a consortium of independent consultants and advisers, blending virtual content, intensive coaching, a community of shared practice, and an end-of-program grant for implementation. These case studies were written by Emily Roseman, INN’s research director, in partnership with Blue Engine Collaborative. 

Last month, INN announced the second cohort of the GNI-INN Sponsorships Lab, including six INN member outlets and an additional eight public service news outlets from around the world. Case studies in spring 2022 will report on findings from this second program. 

[Updated 3/8/22] Visit the Earned Revenue page to access all resources, including two case studies published last year and the popular Nonprofit News Guide to Earned Revenue, which provides comprehensive best practices from the program.